1. Chipotle is still deep in it
The new executive team at Chipotle Mexican Grill was poked with two sharp sticks this week, statistically speaking. First, as we reported, a new Harris Poll report verifies the brand has slipped precipitously in consumer’s esteem. They now hold conventional feeders such as McDonald’s in higher regard overall.
But more neck-twisting was the proof generated by a report specifically on why consumers are forsaking the brand for other restaurant choices. About a third of “light users” and noncustomers say they no longer fancy one of Chipotle’s bowls or burritos because they’re afraid of being poisoned, according to a UBS Evidence Lab survey.
The canvass provided some directional information about how Chipotle could woo those worriers: drop prices. That recommendation was provided by about a third of respondents, making it the strongest suggestion by far.
The most alarming finding for Chipotle’s new C-suite: 22% of respondents said there’s nothing the burrito chain can do to draw more frequent visits.